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Service Marketing Question Paper

Service Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 314: SERVICE MARKETING
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
a) Discuss the scope covered by market research (5 Marks)
b) Outline the benefits of relationship marketing to both the customer and the organization
(10 Marks)
c) Discuss strategies for building relationship marketing (5 Marks)
d) Explain why services fail and outline customer recovery strategies that management may take
(10 Marks)
QUESTION TWO
The unique characteristics of services and the failure to understand them and differentiate between
products and services is what brings challenges in services marketing
a) Give a detailed definition of services ( 5 Marks)
b) Critically explore these characteristics (10 Marks)
c) Discuss the different types of service encounters (5 Marks)
QUESTION THREE
Provider gaps originate from the failure of the customer service provider to meet customer
expectations. Closing these gaps is critical to delivering quality services. You are required to discuss
practical ways in which these gaps can be closed. (20 Marks)
QUESTION FOUR
Satisfaction is the customer evaluation of a service in terms of weather that service has met the customers need and expectations.
a) What are the parameters for judging services performance? (10 Marks)
b) Using practical examples derived from the market place, discuss the services buying process
(10 Marks)
QUESTION FIVE
Market research aims at unearthing the features most important to customers. You are required to fully discuss the stages of the market research process. (20 Marks)

Service Marketing Question Paper

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